Applying nudge theory

CIPR Marketing Communications Group

Want to know how to apply some of the key principles behind behavioural science or ‘nudge’ to your Marcomms campaigns?
Our event unpicks some of the theory to show you can use some of the key principles to get people to change their behaviour when planning marketing communications. @CIPR_Marcomms #nudgehow
 We will be joined by experts from the world of marketing who have used ‘nudge’ principles in the strategic development of campaigns and in creating messaging that really add value to influence people to change their behaviour.
They include:
<UL>
<LI>Professor Jeff French – Strategic Social Marketing Ltd @JeffFrenchSSM will explain how to apply some of the science to practice and put a case why we need to go beyond nudge to shove, smack and hug to influence social behaviour. </LI>
<LI>Matt Battersby – H + K Smarter, will show how applying the science of human behaviour can greatly enhance the art of communications. He will explain how behavioural science is being used to tackle a range communications challenges across multiple sectors. From changing recycling behaviours to increasing the number of applicants who respond to your job adverts, and from reducing unnecessary prescriptions of antibiotics to increasing content marketing click-through rates. </LI>
<LI><A HREF="http://www.23red.com/" DATA-MSYS-CLICKTRACK="0" REL="nofollow noopener noreferrer">23red</A> - an integrated creative communications agency known for its high profile work with Public Health England, NHS Blood and Transplant and Network Rail.   This agency’s approach is centred around ‘Do. Feel. Think.’ and is driven by evidence that getting someone to do something with or for a brand or issue is not only easier but has the power to change attitudes instantly.</LI>
</UL>
About our speakers
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Professor Jeff French is a world expert and author in the application of behaviour change theory for social marketing. He has worked with organisations such as Purina as well as the governments in the UK, Greece, Finland and New Zealand on campaigns as diverse as HIV prevention, transport, disease control and obesity prevention. His company, <A HREF="http://strategic-social-marketing.vpweb.co.uk/default.html" DATA-MSYS-CLICKTRACK="0" REL="nofollow noopener noreferrer">Strategic Social Marketing Ltd</A>, provides training and consultancy in how to design social campaigns that influence people’s behaviour. 
He will have just returned from the <A HREF="http://wsmconference.com/washington-dc-2017/programme/" DATA-MSYS-CLICKTRACK="0" REL="nofollow noopener noreferrer">World Social Marketing Conference</A> in Washington and will be sharing some of the tools and techniques that marketers can use to influence social behaviour. 
 New February 2017 - his 2nd edition of Social Marketing and Public Health now <A HREF="https://global.oup.com/academic/product/social-marketing-and-public-health-9780198717690?cc=gb&lang=en&" DATA-MSYS-CLICKTRACK="0" REL="nofollow noopener noreferrer">available</A>.
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Matt Battersby set-up and leads H+K Smarter, Hill + Knowlton’s specialist behavioural insights and strategies team. Combining the latest behavioral science thinking with robust research capabilities, the team helps clients create theory-backed and evidence-based campaigns that truly understand and influence their target audiences. Matt created the SMARTER™ communications model which provides both a framework for analysing audience behaviour and a toolbox from which to influence it. 
 Matt recently completed an Executive MSc in Behavioural Science at the London School of Economics. 
The seminar will be followed by drinks and canapes, and an opportunity to network.

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Applying nudge theory

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Applying nudge theory

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